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- Procter & Gamble Buys into Shopper Marketing
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ENGAGE YOUR FRONT LINE – RAISE YOUR BOTTOM LINE
You may already be implementing a bold new approach to retailing called “Shopper Marketing”, and striving to elevate your in-store programs using strategies that connect and leverage all your consumer touchpoints. The tactical in-store elements you are using may include displays, fixtures, communication signage, retail design, sales promotion, and/or new service models. All of these elements have to work synergistically together to get the greatest impact at retail to maximize your ROI.
Over 80% of purchase decisions are made in–store*, and it has been proven that capturing consumers at the point of sale is a great way to grow business. While we believe that fixtures and displays are key to driving awareness and impulse, we have seen that improved results come from an educated and engaged front line sales staff.
Retail sales staff are your secret weapons in building customer loyalty – in fact, they account for 80% of the reason that consumers feel satisfied with their retail experiences. Conversely, 70% of customers who have switched retailers or brands do so because of poor customer service**. As such, the retail staff presents both your biggest opportunity, and your biggest risk.
So how do you best get customer service associates to delight your customers and drive your sales?
LEVERAGING E–LEARNING FOR REAL–TIME RESULTS:
• Deliver engaging and intuitive E–Learning courses, videos or slide show solutions – proven to be 50% less costly to implement than conventional paper–based training solutions – and to provide 20% higher employee information retention rates.
• Drive your employees’ skills and knowledge with today’s fastest, most cost–effective solution – deliver real–time training courses, new product and promotion updates and more, accessible 24/7.
• Take control with our powerful content management system – customizable to allow multiple users to instantly update content or push out urgent notifications via email blast.
• Monitor and react quickly with outstanding reporting capabilities that let you see the big picture as well as how well individuals are doing.
• Take a more environmentally friendly approach (no paper, no travel) and deliver a more consistent and effective message.
Award Winning Benjamin Moore Rewards
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USING INCENTIVES TO SUPERCHARGE PERFORMANCE:
• Reward staff with points or gift cards for sales results, customer satisfaction rates, participation in events or training – you can even integrate an incentive into your E–Learning solution for greater motivation and success.
• Micro–manage effectiveness of your program, track participation rates by region, instantly see points or prizes earned and correlate effectiveness of incentive with results.
• Run regional promotions simultaneously with your national programs without tying up resources.
• Kick off a program with no upfront costs – we can build in the cost of web development and spread your costs over the period of the promotion – and only pay for prizes upon redemption.
• Expect exceptional results – a recent staff incentive program we developed targeted the staff of a client’s independent dealers and increased enrolled members’ sales by over 200%.
Gorrie’s powerful, proprietary and cost–effective E–Learning and Incentive web–based programs can motivate, educate, engage and reward your front line and call centre staff to help them outperform. Want to maximize your investment in your merchandising tools? Contact us today and let us show you how our programs can give you a sales lift with minimal investment.
* POPAI | ** Marketing Leadership Council
Luke Ticknor, Senior Director of Shopper Marketing
